A cross-cultural enterprise

Jamie Collins

Describes some of the lessons learnt by Enterprise Rent-A-Car, an American company, when it started marketing first in Britain and then elsewhere in Europe.

A Cross-Cultural Enterprise

Jamie CollinsEurope, Enterprise Rent-A-Car

As most marketers today will testify, the success of your message, and indeed your product or service, is intrinsically linked with your knowledge of the target audience. Segmentation and demographics are carefully examined, lifestyle needs versus aspirations become heated discussions into the night, and then presto, a campaign is launched. But throw a different culture into the mix and our job really gets interesting.

A little more than ten years ago, Enterprise Rent-A-Car expanded into Europe and opened its first rental location just outside London, England. “That's nothing,” I hear you say....

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